Nicotine Alternatives and the Trump Administration: What’s Next?

In recent news from Denmark, the use and regulation of nicotine pouches have become a hot topic. A survey conducted by the Tholos Foundation in collaboration with IPSOS has shed light on the situation.

It was found that a significant proportion, three-quarters of Danish consumers, are using nicotine pouches for health-related motives, particularly with the aim of reducing or quitting smoking. Since the introduction of nicotine pouches in 2018, the smoking rate in Denmark has seen a decline from 19% to 14% in 2023, which seemingly indicates a positive impact of these pouches on smoking cessation efforts.

However, the proposed restrictions on nicotine pouches have faced strong opposition. Eighty percent of the users are against the restriction proposal. They argue that such limitations could lead to a proliferation of the black market. In fact, the survey also shows that nearly 20% of nicotine pouch users would revert to smoking if a ban were implemented, and about 50% of consumers anticipate making illegal purchases in case of a ban, suggesting a potential increase in black market activities.

Tim Andrews, the Director of Consumer Affairs, has spoken out against the proposed nicotine restrictions. He stated that the evidence clearly points to the benefits of nicotine pouches in helping consumers quit smoking and reducing harm. He further emphasized that the proposed restrictions would have a disastrous effect on public health, not only causing a rise in smoking rates but also fueling the growth of the black market. Andrews also noted that the 80% of consumers who believe in the positive role of nicotine pouches in reducing smoking and support less harmful alternatives represent a significant and influential group. He urged the government to follow international best practices, implementing regulations that are based on research and evidence. These regulations should focus on restricting access to minors and preventing them from experimenting, while still enabling adults to have access to tools for smoking cessation.

In September 2024, the Danish government released the “Draft of Nicotine Content Restrictions in Tobacco Alternatives”, proposing to cap the nicotine content in each pouch at 9 milligrams. This has added fuel to the ongoing debate, with stakeholders on both sides closely watching to see how the situation will develop and whether the government will take into account the concerns and evidence presented by consumers and experts alike. The future of nicotine pouches in Denmark remains uncertain, but it is clear that the issue has far-reaching implications for public health and the tobacco control landscape in the country.